Académique Documents
Professionnel Documents
Culture Documents
TABLE OF
CONTENTS
I. Cover Page
II. Table of Contents
III. About Scot-Tex
IV. Typefaces
V. Color Combinations
VI. Logo & Logotype
VII. About the Logo
VIII. Advertisement
IX. About the Advertisement
X-XI. Brochure
XII. About the Brochure
XIII-XIV. Back Cover Page
2 - Brand Identity Guide
ABOUT SCOT-TEX DAIRY
Scot-Tex Dairy was established in 1947 in Scotland, Texas. The family-owned
and operated dairy production is home to more than 100 registered Holsteins. Built
on the central principles of simplicity, quality, and tradition, Scot-Tex Dairy operates
much like it did 70 years ago at the birth of the business. Its modest production
facilities lack the fancies of modern technology but consistently yield a wholesome,
high-quality product in an efficient manner.
The dairy product produced at Scot-Tex Dairy is mainly distributed to
corporate businesses, the brands primary audience. The secondary audience is
the public perception of the brand. Middle class male and female consumers, ages
20-40, who have children and live in the Scotland, Texas area, influence the dairys
reputation as a reliable brand because of their proximity to the production location
and interaction with the brand through tours offered for elementary-aged children.
The current brand identity has become outdated, and the operation is
nearing a transitional period of ownership change. Scot-Tex Dairys last rebrand was
completed over 15 years ago, so a more current rebrand is necessary.
Sub-Headings
Calibri Bold
30 Tracking
Body Content & Captions
Calibri Light
Extra Content
Garamond Italic
95% Vertical Scale
Corporate businesses and residents in the Scotland, Texas area rely on Scot-Tex Dairy to
consistently produce a high quality product, so we chose typefaces that promote authenticity
and convey dependability.
The typefaces for this brand are meant to convey an impression of lasting reliablility and
simplicity. Garamond is a traditional serif font that is simple yet strong enough to stand alone as
logo and heading type. Calibri Bold, a sans serif, was used to maintain the attitude of simplicity
and strength without overpowering the Garamond headings. We used Calibri Light for all
supplementary text to reemphasize the simplistic nature of the brand in a softer way. Garamond
Italic provides variation for any extra content, yet doesnt distract from the main body text.
The typeface selections are versatile in that they appeal to both corporate dairy processing
companies and consumers in the Scotland area by remaining simple, classic, and strong.
2. R: 100 G: 15 B: 14
1 2 C: 34 M: 98 Y: 96 K: 52
Secondary
3. R: 0 G: 67 B: 102
C: 100 M: 34 Y: 0 K: 60
4. R: 51 G: 23 B: 19
3 4 C: 0 M: 55 Y: 63 K: 80
This is a custom color scheme derived from a compound scheme. We wanted to combine blues
to provide a fresh feel but still maintain the brands traditional deep red color. The color scheme
is versatile in that it appeals to both corporate businesses and the residents of Scotland, Texas.
The The paired variations of each color create an attitude strength and reliability.
The two primary colors are dark blue and red. The dark blue and rich red will function as the
main colors for the logo and logotype, as well as the headings in copy material. Blue is a color
that creates a sense of dependability, cleanliness, and purity. These characteristics are highly
valued in the dairy industry, and are the foundation of Scot-Tex Dairys goals and values as a
brand. Red is the brands traditional color, and is utilized to maintain the brands past identity.
The secondary colors are a stoney blue and a deep red chosen as a variation of the compound
color scheme. We selected these different shades of the primary colors as a complimentary
color. Adjusting the shade from a bright, overpowering red to a strong, deep color helps us
to maintain a mood of tradition without losing the sense of reliability conveyed by the stoney
blues.
Logotype
Logo
Combination Logo/Logotype
Large marketing materials, such as signs and banners, will feature the
combination logo/logotype design. The logo and logotype can be used on
their own and are flexible enough to cover the online, print, and smaller
signage materials.
The limited text variations and uniform color scheme provide consistency,
again reinforcing the businesss simplistic values.
The fonts and colors used throughout demonstrate consistency and tie the
design together, eliminating any distractions associated with incompatible
design elements. Whitespace was used to provide balance and create
a clean, simple design. The pictures are the focus of the inside content,
and the text provides a path for the eyes to follow. Telling our story
and defining our values are two facets of the brand that appeal to the
traditional family values of consumers in the Scotland, Texas area.